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Party Data Model
The Customer 360 Data Model party subject groups data model objects (DMO) that reflects contact information (personal or business) for a specific customer or account.
The term “party” can refer to a subject area, a DMO called Party Identification, or unique identifying fields in Data 360.
| Term | Description | How It’s Used |
|---|---|---|
| Party Subject Area | The party subject area is a grouping of DMOs related to a contact’s data. | A subject area helps organize similar DMOs in a data model. |
| Party Identification DMO | A DMO that contains multiple fields about a contact, including identifiers and unique numbers, like a driver’s license. | Data stream data is mapped to this DMO. |
| Party Identification ID | A field in the Party Identification DMO. | This field is used as a primary key and the unique identifier of a contact. |
| Party | A field in the Party Identification DMO. | This reference ID is used as a foreign key. It’s also used in the Individual DMO. |
The party data model includes the individual, account, and, if using identity resolution, unified individual DMOs.
For more details and a larger image, visit the Data Model Gallery.
These DMOs are represented in the party subject area.
| DMO | Description | Reference Doc Link |
|---|---|---|
| Account | A Data 360 DMO for how a party wants to interact with your company. | Account DMO Reference |
| Account Contact | A Data 360 DMO for an individual who has a role specific to an account. | Account Contact DMO Reference |
| Contact Point Address | A Data 360 DMO based on the mailing address of a party. | Contact Point Address DMO Reference |
| Contact Point App | A Data 360 DMO for the software application of a party on a specific device. | Contact Point App DMO Reference |
| Contact Point Email | A Data 360 DMO for the email address of a party. | Contact Point Email DMO Reference |
| Contact Point Phone | A Data 360 DMO for the phone number of a party. | Contact Point Phone DMO Reference |
| Contact Point Social | A Data 360 DMO for the social media information of a party. | Contact Point Social DMO Reference |
| Individual | A Data 360 DMO for contacts, customers, or other people interested in your company’s products or services. | Individual DMO Reference |
| Lead | A Data 360 DMO for a person or company that shows interest in your company’s products or services. | Lead DMO Reference |
| Party Identification | A Data 360 DMO for the ways to identify a party, for example, a driver’s license or a birth certificate. | Party Identification DMO Reference |
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